Global communications agency Burson has appointed Maggie Lu as the new CEO of its China operations, effective immediately. Based in Shanghai, Lu will lead the agency’s business across Beijing, Shanghai, Guangzhou, and Shenzhen, with a focus on client service, business growth, and talent development.
With nearly 26 years of industry experience, Lu has spent the last 20 years with Burson China, a part of WPP China. She most recently held the position of Managing Director at Burson Shanghai.
Lu began her journey at the firm—then Hill & Knowlton—as a Senior Account Executive and steadily rose through the ranks, holding key leadership positions including Senior Vice President, Deputy General Manager, and Deputy Managing Director. Throughout her career, she has provided strategic counsel to clients across a diverse range of sectors, such as automotive, energy and industrials, food and beverage, lifestyle and fashion, sports and entertainment, and travel and hospitality.
Before transitioning into communications, Lu spent nearly six years as a journalist at China Daily, bringing a strong editorial perspective to her communications leadership.
Lu will report directly to HS Chung, North APAC CEO at Burson.
“Maggie has an exceptional understanding of the intricacies of the Chinese mainland market, having served in leadership roles in our business for many years,” Chung said.
“I know she will be adept at guiding our clients through today’s complex operating environment and in building our business in this critical commercial and geopolitical region. With Maggie as CEO of Burson China and Simeon Mellalieu in his role as CEO of Burson Hong Kong, we have two leaders with the depth of knowledge and market-specific expertise to help our clients build their reputations and businesses and achieve their commercial ambitions,” she added.
Commenting on her appointment, Lu said, “I’m honoured to accept the role as CEO of Burson China during this critical juncture. We will continue to make sure our clients and future clients benefit from the expertise, counsel and forward-looking guidance that are hallmarks of the Burson offer,” she added.
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